Get More Sales With Conversion Rate Optimization.
Our FREE webpage audit will provide you with expert insight into your website’s design, content, user experience and more.
LEARN MOREIt’s an old and incredibly effective marketing practice with a new name – it’s actually the third name we’ve seen it promoted as in our careers. First it was Pull Marketing vs. Push Marketing. Then Education-based marketing. Then Inbound Marketing (and is still called that) and now simply Content Marketing.
The model and practices are grounded in the fact that most consumers prefer being educated than being sold to, that they prefer to buy from someone they like and trust than being sold to buy someone slick and pushy with a good deal, and that they prefer to have some choice and control in their buying process, than being continuously interrupted by invasive promotional messages.
Content Marketing is a way of positioning yourself or your company in a way that you can be found by people interested in what you offer but are initially searching to learn, gain knowledge and understand things that will help them make effective purchasing decisions. Then providing valuable and helpful knowledge that establishes your credibility and fosters trust over time, making you the most likely person or company they will buy from.
How can you attract users without interrupting their user experience? Without annoying them? What if you could attract users to relevant information related to your product? You can with Content and Inbound Marketing! In the form of blogs, videos, podcasts, infographics, quizzes, ebooks or slidedeck presentations.
You own a beauty clinic in Toronto. You want to attract customers to come in for facials and skin care services, but you don’t want to annoy them with “in their face ads” (sorry for the pun). Instead, you create a guide called “How to Get Rid of Your Acne,” which includes opinions and tips that really worked for professionals and consumers to get rid of their acne. By understanding the target market’s needs (pains & problems they want a solution for) and offering to share valuable information at no charge, you’ve just created what’s called “clickbait,” a piece of content that users are interested in clicking on to learn more.
You have created a valuable piece of content for the consumer. You appealed to their needs, emotions and insecurities and gave them valuable solutions to resolving their acne for good. Now if the guide was helpful and valuable, the consumer has gained trust with your brand. You’ve educated them and added value. Those are the main components of content marketing: adding value and educating the consumer in turn for the consumer to trust your brand.
Consumers will accept being marketed to if the content is informative, adds value or educational or gives them something they want/value for free. What can you give away for free that your potential customers will value and appreciate? A free guide or ebook, helpful audio or video, a white paper on a new research study, a free course that you drip-feed by email and many other ideas.
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BOOK A CONSULTATION3.5 billion Google searches are made daily - the need to stand out in the digital environment is crucial for your business to succeed.
Creating highly effective ad campaigns that best embody your marketing goals, trying to give searchers exactly what they're searching for.
Without understanding and being able to articulate the true value you bring to your prospects, you won't have a solid foundation and won't get the best results from your website and marketing.
Using the scientific method to get increasingly better results and returns on your marketing investments.
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Get More Sales With Conversion Rate Optimization.
Our FREE webpage audit will provide you with expert insight into your website’s design, content, user experience and more.
LEARN MORE